Believability
“Do you think my Ford will pull that Mobile home?” The prospect asked Tommy Malone, the lot salesman on duty that night. Tommy nodded sadly, “I wish I could say it would sir, but I’d be lying to you if I did. You would have to have at least a 1 and ½ ton pick up to do that job.” “Well, what do you know about that the prospect turned to his wife and said, “Those other three salesman said we could do it.” – Robert Trailins
Here’s a story that Trailins used to demonstrate what I’ve come to call THE DAMAGING ADMISSION. Few products, services or offers are perfect and potential clients and prospects are adept at sniffing out the imperfections, so hiding them or ignoring them is usually a grievous mistake for a number of reasons.
I recently approached a bank who try and make us believe they are inspired, motivated and involved. My request was simple, I didn’t ask for a 2 million rand loan, I didn’t demand to speak with the boss, I didn’t demand any special treatment. I was told that my request was important to the bank and that I have a favourable answer by tomorrow- my knee jerk reaction was to say “You don’t have to let me know tomorrow, please let me know within a week. – That was over two months ago.
In advertising we walk a delicate line between telling too much truth vs not telling the truth. In between is telling the truth in the most appealing and positive way. I have decided that concealing a flaw in the proposition crosses the line into ‘not enough truth’ and while it may boost initial response, the gain will soon evaporate. – More returns, complaints, loss of customer retention, negative press etc. But beyond those considerations lies the most interesting ramifications of truth telling or disclosure of the flaw when selling: it can create greater believability and trust than ANYTHING else you do.
Credibility emphasizes years in business, heritage, number of customers served, that sort of thing. It used to matter. In financial services, for example, wealthy investors insisted on doing business with “old” firms. NOT SO TODAY. Today, it is possible for credibility to help your cause but not to, on its own, swing a consumer’s choice in your direction. Today, we are totally results driven and orientated. When you understand that today’s buyer is results obsessed, then you can grasp the distinction between credibility and believability. The consumer must believe you can deliver the results they want. It doesn’t matter to them whether you got into business last week or 100 years ago. Proving results becomes infinitely more important than proving or advertising anything else. 10 great testimonials beats 100 years of history hands down.
The late Gary Halbert once said “the answer to every problem in life is a great sales letter”- Banks however should realise the fine line they cross with there advertising slogans. Some people may actually want them to deliver on their promises or take their business somewhere else
Detective Dave
Committed to multiplying your income
Mastermind Members Reminder
